With respect to a subject included in an image, the illuminating condition by an ambient light source in an environment where the image was captured is estimated, and based on the estimation result, the effect of a virtual light source that was non-existent at the time of image capture is computed. More specifically, the effect of the virtual light source is computed using an illumination direction of the virtual light source and the reflective characteristics of the subject illuminated by the virtual light source, which have been determined based on the estimation result, and an image derived from addition of the effect of the virtual light source is output.